Climate-adapted industrial design for agricultural retail across five Latin American markets.
Challenge
New Holland needed a new dealership concept for its network across Brazil, Argentina, Paraguay, Peru, and Uruguay — one built around the operational reality of agricultural retail: heavy machines displayed outdoors, warm climates that inflate air conditioning costs, and dealerships that traditional retail architecture doesn't fit.
Concept
VC ONE developed a contemporary industrial concept — modular, container-inspired, built around graphite gray metal panels. Large glass facades were deliberately avoided (reducing solar gain and operating costs), and the brand's institutional colors were positioned as vivid contrast points against a sober, resistant material palette. The result: a dealership identity that is immediately recognizable, low-maintenance, and climate-appropriate.
Result
The concept has been implemented across 216 dealerships in Latin America. New Holland's global headquarters in Italy has since invited VC ONE to collaborate on the brand's new global architectural standard.
New Holland: An Industrial Concept That Became a Global Standard
VC ONE took on one of the more strategically demanding briefs in dealership design when New Holland invited the firm to rethink the concept of its network across South America. The brief pushed against convention: agricultural retail doesn't behave like automotive retail. Tractors don't fit inside conventional showrooms. Dealerships operate in climates where large glass facades become operational liabilities. And the visual language of urban car retail doesn't communicate to the audience buying agricultural machinery.
The design response started with a clear observation: most tractor dealerships already use outdoor areas as their real showrooms — because that's where the machines actually live. Instead of fighting that reality, VC ONE embraced it. Large glass facades were eliminated (reducing solar incidence and, downstream, air conditioning costs). In their place: a contemporary industrial aesthetic, inspired by modular structures and shipping containers, executed in graphite gray metal panels.
The material palette was chosen for sobriety, resistance, and low maintenance. New Holland's institutional colors — vivid against the neutral gray base — became the visual signature of the network. The result is a dealership identity that is immediately recognizable, functionally aligned with how the operation actually works, and durable enough to hold up across markets ranging from tropical Brazil to Andean Peru.
The concept was translated into a complete standards manual and rolled out across the network as a managed program. Adoption spread quickly through the dealer base, driven not just by the aesthetic but by the practical benefits of a concept engineered around real operational conditions.
The impact was significant enough that New Holland's global headquarters in Italy formally invited VC ONE to collaborate on the brand's new global architectural standard — a rare progression from regional brief to global mandate, and a direct endorsement of the firm's technical and creative capacity.
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